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Nespresso: Branding the "Ultimate Coffee Experience".
Author(s) -
Khamis, Susie
Publication year - 2012
Publication title - M/C Journal
Language(s) - English
Resource type - Academic journal
pISSN - 14412616
ISSN - 14412616
DOI - 10.5204/mcj.476
Subject(s) - NESTLE Group (Company) , STARBUCKS Corp. , COFFEE drinks , BUSINESS planning , BUSINESS expansion , COFFEEPOTS , BRANDING (Marketing) , COFFEE drinking
The article focuses on the growth strategy of coffee brand Nespresso and its role in branding the coffee drinking experience. It mentions the strategic growth plans of Nespresso, a brand of the company Nestlé Group, which includes coffee making machines and quality customer service and discusses the geographic expansion and sales increase reported by Nespresso since its inception in 1986. It also discusses the role of Starbucks Corp. in nurturing the trend of coffee drinking.